RIMOWA's Rich 125 Year-History Is Unpacked In The ‘SEIT 1898’ Exhibition
The retrospective kicked off in Tokyo's Harajuku district with South Korean singer and actor, Rowoon, in June.
To celebrate its 125th anniversary, RIMOWA unveiled “SEIT 1898,” a touring exhibition that reflects on its illustrious legacy since its beginnings in 1898. Having kicked off in Tokyo’s Harajuku district (9–18 June) with South Korean singer and actor Rowoon—who shared his most unforgettable travel memory in an exclusive interview with Harper's BAZAAR Singapore—Japanese actor Dori Sakurada and other celebrity guests in attendance, the retrospective will make its way to New York (8–17 September) and conclude in its hometown of Cologne, Germany, in Spring 2024.
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“SEIT 1898” features archive pieces, collaborations with the likes of Supreme, Off-White and Dior, as well as a sticker diorama—mounted walls of metal sheets sourced from RIMOWA factories—that collects memories of the guests it encounters. The Tokyo showcase also saw cases of friends including Patti Smith, Billie Eilish, Pharrell Williams, Peggy Gou and Takashi Murakami.
Emelie De Vitis, senior vice president of Product & Marketing at RIMOWA, shares how the brand is staying true to its heritage while adapting to an ever-changing world.
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Emelie De Vitis and Dori Sakurada at the opening event. Photo: RIMOWA
RIMOWA Seit 1898 Dori Sakurada Emelie De Vitis
Tell us about “SEIT 1898” and its key highlights.
Emelie De Vitis: “SEIT 1898” is about RIMOWA’s provenance. It’s a 125-year-old German brand—few in the travel industry can claim to be so. We want to unravel its lasting legacy through the evolution of travel, from the early days of horse carriages to the explosion of automobiles, airline and air travel etc. RIMOWA always had a solution to accompany this evolution. Another important aspect is the durability of our products—our suitcases have travelled around the world, carrying with them lots of emotion and journeys. Creativity, be it through our collaborations or creative associations, is a strong component for a design-led brand like ours. We love to stretch the boundaries and give carte blanche to our artists to express themselves.
RIMOWA remembers its ties to the golden age of aviation. Photo: RIMOWA
RIMOWA Seit 1898 Ties To Aviation
How does RIMOWA balance its rich history in engineering and innovation while retaining its It factor in the fashion and arts scene?
EDV: The word-of-mouth on our products has been on the quality, which we’re pushing through communication around German engineering. We did a campaign called Ingenieurskunst (which means “engineer art”) centred on the complexities of making a suitcase, from heavy machinery to craftsmanship. Another component is culture—communicating RIMOWA’s cult status, collaborating with big ambassadors and brands to drive edge and desirability. Exhibitions like this drive brand awareness.
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“SEIT 1898” made its first stop at JING Harajuku. Photo: RIMOWA
RIMOWA Seit 1898 Tokyo
Your favourite cases on display?
EDV: I love cult Japanese label doublet; it’s one of 26 one-of-a-kind suitcases created for the “Vol. 1” capsule. They dressed the suitcase in a series of intricate sticker-style hand-embroidered designs; over 200 hours of embroidery went into that stunning piece.
doublet reimagined the Original Check-In M with intricate embroidery. Photo: RIMOWA
doublet RIMOWA Vol 1
What’s the most interesting celebrity travel story?
EDV: Patti Smith has never done commercial work with any brand and when we approached her, she went, “You know what? I’m gonna think about it, because I’ve been using your product since the ‘90s. It’s toured with me everywhere around the world.” She adds badges of her concerts every time she travels, and when she sent her suitcase for the exhibition, it had a lot of her stuff inside. That is how she is—this is authentically her suitcase, so everything from the outside to the inside comes with it.
Patti Smith’s personal handheld suitcase. Photo: RIMOWA
RIMOWA SEIT 1898 Archive Patti Smith
What are your RIMOWA must-haves for a short vs longer trip?
EDV: I brought my Cabin Plus Original to Tokyo as that’s allowed on planes and you can fit everything in. I’m a big lover of RIMOWA’s aluminium pieces and if it has scratches and dents, I’m all for it. For a longer stay, I’d go for a Trunk Essential as it’s lightweight and you can overpack it. Mine’s in Green Gloss and it’s got stickers everywhere!